Mumbai, Jan 26: From Gennext to Geninternational, the swank youngsters of the day have now been acronymed ''Tupies'' by the mad-ad world and they are dictating the buying preferences of the family -- right from food to trendy cars.
The techno-savvy, user-friendly, price-sensitive, internationally aware and excitement-hungry (Tupies), as coined by advertising guru Alyque Padamsee, are in the age-group of seven to 15. They now prescribe their mother's grocery list for instant food as well as soaps, clothes and electronic goods.

''The Tupies are our junior citizens who are in the mid, and sometimes focus, of the parents' decision-making process regarding buying consumer products,'' Padamsee said at a seminar on 'Pester Power' - the increasing influence of kids in today's buying decisions', organised by 'Mindspace Events' here Friday.
His analysis, ''From Cubs to Clubs'' was presented in a dramatic adman-esque manner with a group of the trend-conscious juniors barging into the conference room, symbolically demanding their share of the pie.
Presenting his point, precisely and humourosly, the ad guru said the tech-savvy and smarter new generation cater more to the personality of each product and the image associated with it, without ever caring about brand-loyalty.



''These junior citizens are now the young adults wanting thinking space and opinions of their own and believe in one thing -- daddy's brand is dead and gone while sitting in the consumer's chair,'' Padamsee told the crowd.



In these changing times, Alyque pointed out that nearly 25 per cent of the homes have single parents, mostly super-moms, who are ridden by the guilt of not living up to the standards of parenthood as their own mothers.



''Hence, she makes it up by giving these Tupies the upper hand in choosing the products, making them 'demanding dictators'. ''



''Besides, the Tupies are irrational in their choices and attracted towards new and innovative ideas, totally hung-up on being cool and copying their friends. They are particular about being seen at certain places and choosing lifestyle leaders as icons,'' he said.


Bureau Report